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Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.The original homepage carousel displayed photos and quirky taglines for several single men and women on the site.With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.The paper’s strength lies in its strong “digital-first” approach and data-driven culture.Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.Based on insights gleaned from research, Kerstin hypothesized that showing more information upfront, like a wider variety of profiles and more facts about existing users, would increase subscriptions.
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.
Product managers like Kerstin Exner are encouraged to run A/B tests whenever possible, as long as a strong business case can be made for each experiment.
One property The Guardian optimizes frequently is its dating site, Soulmates.
The variation landing pages still showed the profile from the ad, but also displayed a few similar profiles of the same age range and gender.
The variation pages also showed a sidebar with search functionality and customer testimonials.